A dealer markup is an amount the dealer adds above a car’s manufacturer’s suggested retail price (MSRP). Limited production may make a car scarce, but MSRP is not a guaranteed selling price—and there is no universal federal ceiling or “fair” markup established for these vehicles. To judge an offer, separate the car’s MSRP from dealer-added charges and optional products, then compare written out-the-door prices for equivalent vehicles.
What a dealer markup is—and what it is not
MSRP is the manufacturer’s suggested retail price, not a promise that a dealer will sell a limited-production car for that amount. FTC competition guidance says a dealer may independently choose to price a vehicle at MSRP or at another amount. A dealer’s asking price may reflect scarcity, demand, or its own pricing strategy, but that does not establish whether the amount is reasonable for a particular car.
There is no general federal markup cap or guaranteed right to buy at MSRP. Whether a specific price or sales practice raises a legal issue can depend on the state, the advertisement, the transaction, and other facts.
Know which price you are looking at
| Price or label | What it means |
|---|---|
| MSRP / Monroney sticker | The manufacturer’s suggested retail price and specified vehicle information on the federally required window sticker, including base price and manufacturer-installed options. FTC automobile dealers’ guide |
| Dealer sticker price | A supplemental dealer label that may list dealer-installed items, preparation, and dealer markup or profit. It is not manufacturer pricing. FTC automobile dealers’ guide |
| ADM | Additional dealer markup: a dealer-added amount above MSRP. No general benchmark establishes whether a particular ADM is attractive or fair. |
| Out-the-door price | The full amount due to buy the vehicle before financing, including the vehicle price, fees, and taxes. Ask for it in writing before visiting. FTC car-buying advice |
| Optional add-on | An extra-cost product or service, such as rust proofing, fabric protection, GAP coverage, or a service contract. FTC advice on warranties and service contracts |
A dealer may display a supplemental sticker with added items or ADM alongside the Monroney label. Ask the salesperson to identify the manufacturer’s MSRP, each dealer-installed item, and any separate markup rather than treating the supplemental sticker as the manufacturer’s price.
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How to assess an offer
- Get a written quote for the exact car. Ask for the vehicle identification number (VIN) and an itemized out-the-door total, including the dealer selling price, mandatory dealer fees, government charges, and any optional products. The FTC recommends getting this price before going to the dealership. FTC car-buying advice
- Check the price conditions. Ask whether the quoted amount depends on using a particular lender, having a trade-in, qualifying for a rebate, belonging to a membership group, or meeting another condition. Confirm whether the vehicle is physically available or clearly identified as in transit. FTC staff guidance warns that a price available only to selected buyers is not an accurate general advertised price, and cautions against inaccurate availability claims. FTC staff auto marketplace advertising FAQs
- Compare equivalent written offers. Match the configuration, availability, purchase terms, fees, and add-ons. Do not compare monthly payments alone: loan term, down payment, and financing can change the payment without changing the underlying purchase price. FTC car-buying advice
- Ask about every add-on separately. Find out whether it is optional, what it costs, what it covers, and whether it can be removed or bought later. Check the contract to ensure it includes only items you accepted at the agreed prices. FTC guidance says dealers must not falsely represent an optional product as required, misstate its cost, or charge for a product the customer did not agree to buy. FTC staff auto marketplace advertising FAQs
- Pause if the paperwork conflicts. If an advertisement or written quote differs from the contract, ask for an explanation before signing. Depending on the conduct and your location, a state consumer-protection agency, state dealer regulator, or the FTC may be relevant; the facts determine whether a particular transaction violates the law.
Does the advertised price include dealer fees?
As of the FTC staff FAQs published in September 2026, the agency’s staff view is that the FTC Act requires truthful and transparent advertised prices. If a dealer requires consumers to pay a fee, the fee must be included in the advertised price. The FAQs allow exclusion of charges government requires consumers to pay directly; a dealer fee that government authorizes but does not require still counts as a dealer-required charge. FTC staff auto marketplace advertising FAQs
Staff guidance also says a dealer may show MSRP less prominently than the actual price, but the actual price must be the most prominent price when prices are displayed. A dealer may negotiate and sell for less than an advertised price, but should not advertise a price that only a subset of buyers can obtain. State disclosure rules and fee requirements may differ.
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Are add-ons optional?
A dealer may offer products such as protection packages, GAP coverage, or service contracts. Under the FTC staff FAQs, the dealer must not falsely claim an optional product is required, misstate its cost, or charge for a product you did not approve. Ask for the price and terms in advance, decide whether the product meets your needs, and make sure the final contract reflects what you agreed to pay. FTC staff auto marketplace advertising FAQs
Can you negotiate a markup?
You can ask whether the dealer will change its price, but it may negotiate or stand by a take-it-or-leave-it offer. A markup is not automatically illegal or deceptive simply because it exceeds MSRP. The useful comparison is between complete written offers for the same configuration and terms—not a model-specific “fair markup” formula, which federal guidance does not provide.
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Which federal guidance applies in 2026?
The CARS Rule is not currently in effect: the Fifth Circuit vacated it on January 27, 2025, and the FTC withdrew it in February 2026 following the court decision. Do not confuse that vacated rule with the FTC staff FAQs published in September 2026, which describe staff’s view of existing FTC Act requirements; they do not resolve every individual dispute. State law may provide different or additional protections. FTC Federal Register withdrawal notice · FTC staff auto marketplace advertising FAQs
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